Studies show that Radio is a very credible and trustworthy source of information

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In today's media landscape, defined by fragmentation, fatigue, and a rising tide of misinformation, one platform is quietly—and convincingly—reasserting its role as America’s trusted source of information: local news radio.

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Radio's strength lies in trusted local connection, its massive reach, and proven ability to drive engagement and results. 

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That trust now extends seamlessly into streaming. As listening habits evolve, audiences are increasingly accessing their trusted local news radio stations via streaming platforms, smart speakers, mobile apps, and in-car dashboards.

 

In 2024, 74% of Americans said they had “a lot of” or “some” trust in their local news organizations, and 85% believed their local news outlets are at least somewhat important to their community. Neiman Lab

 

What This Means for Brand Communicators & How They Can Leverage Radio Effectively

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• Credibility by association. When a brand or campaign spokespeople are anchored in a medium in which audiences inherently trust, your messaging carries more weight — from corporate communications to client brand narratives.

• Reach + resonance. Radio continues to reach huge and diverse audiences — and its local and live-first nature helps messages land in contexts of familiarity, community and routine.

• Integrate radio as a core channel in every communications plan — not just as “audio afterthought.” Think live segments, interviews, expert commentary, or localized news tie-ins.

• Use radio to amplify trust-heavy messaging — for example, crisis communications or brand positioning that benefits from perceived neutrality and reliability.

• Combine broadcast and streaming radio with digital and social to maximize reach — but lead with radio (live and streamed) when trust, credibility, and message integrity are primary goals.

 

According to the 2025 Reuters Institute Digital News Report, local news outlets remain the most trusted sources with over 80% of the US population tuning into local news programming. Reuters Institute

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And of noteworthy mention... trust extends to the advertising and commercial breaks

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A comprehensive 5-year analysis (2019–2023) by LeadsRx of 17 AM/FM radio ad campaigns across multiple categories (including news, retail, tax services, health, finance, and more) showed an average +14% increase in advertiser website traffic directly attributed to the radio exposure. LeadRx

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Why is radio winning in the trust economy?
Because trust isn’t algorithmic. It’s human. Radio delivers real reporting, real context, real accountability—and it does so without the filter bubbles, recommendation engines, or engagement-driven distortions of digital platforms.

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For brands, marketers, and communicators, the takeaway is clear:

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If you want your message to land in a credible environment—one where audiences are attentive, discerning, and deeply engaged—local news radio belongs at the center of the conversation.

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If you’re a PR practitioner or brand marketer, I encourage you to rethink your media mix. Radio isn’t legacy — it’s reputation.

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About the author

With over two and a half decades of experience, George DeTorres has partnered with top global companies to advance their marketing and communications goals. He specializes in the pharmaceutical, biotech, and healthcare industries, where he has helped bring hundreds of brand and disease-state awareness campaigns to market.